iPhone 11

Apple's new iPhones will resemble recent models, but with better cameras and new colors.

The most-expensive models, the iPhone 11 Pro and iPhone 11 Pro Max, will now have three cameras on the back, including a new, wider-angle one to squeeze more of the landscape into the picture. They start at $1,000, the same as before.

The cheaper model called the iPhone 11 will start at $700, down from $750 for the iPhone XR. It now gets two lenses instead of one. The lower price reverses a trend in which premium phones get more expensive as people upgrade them less often.

The new phones come out Sept. 20.

New features include:

The design has tough glass

It comes in six new colors

It has 6.1-inch display

"Tap to wake"

It supports Dolby Atmos sound

New cameras are dual with an all-new wide lens

A new ultra-wide camera with 120 degrees field of view.

Apple Watch

Apple Inc. showed off updated Apple Watch models that come in new ceramic and titanium cases and a new always-on screen.

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The devices were announced by Apple Watch marketing head Stan Ng during an event at Apple's Cupertino, California headquarters. The Watch changes are more muted than last year, when Apple added redesigned cases, larger screens, faster processors, and an EKG sensor with the Series 4 line.

The new models, called the Series 5, will start at $399, in line with the entry price of the previous model. The always-on screen includes new underlying technology for lower power consumption. The Watch has the same 18 hour battery life, Apple said. The new Watch also will add a compass sensor for improved directions in maps and a new compass app. Cellular models will also have built-in global emergency service calling.

Apple dropped the price of its Series 3 from 2017 to $199. That may increase competition with Fitbit Inc., which sells cheaper smartwatches and other health-tracking devices.

Apple also announced new studies on the Apple Watch for hearing health, women's cycle tracking, and the connection between heart health and movement. It also announced a new health study research app, coming to the U.S. later this year.

New entry-level iPad

Apple Inc. launched a new entry-level iPad for $329, increasing the screen size of the tablet 10.2-inches from 9.7-inches.

The new models include the same A10 Fusion chip as last year's model. The base iPad included a 9.7-inch screen since it debuted in 2010. Besides the screen change, the new model looks like its predecessor, and lacks the Face ID unlocking technology of the more-expensive iPad Pro. It's made with 100% recycled aluminum, the company said.

The Cupertino, California-based technology giant made the announcement at its iPhone-focused event at the Steve Jobs Theater on Tuesday.

Earlier this year, Apple launched new mid-tier tablets, the iPad Air and new iPad mini. It's also working on updated iPad Pros for release later, Bloomberg News has reported.

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Greg Joswiak, Apple's vice president of product marketing, talks about the new iPad.(Tony Avelar / AP)

Apple TV+

Apple Inc. said its TV+ original video subscription service will launch Nov. 1 for $4.99 a month, undercutting the price of rival offerings.

The Cupertino, California-based technology giant made the announcement at a Tuesday event focused on new versions of the iPhone. The service will be free for one year with purchases of new Apple devices, Apple Chief Executive Officer Tim Cook said on stage.

The TV+ service is entering a crowded field that already includes Netflix Inc., Amazon.com Inc., Hulu and AT&T Inc.'s HBO. In November, Walt Disney Co. plans to launch a Disney+ streaming service, with a giant catalog of titles, for $6.99 a month. Netflix's entry-level subscription is $8.99 a month in the U.S.

Netflix shares fell after Apple's announcement on Tuesday.

Apple is pushing into services to generate extra revenue from its large base of iPhone, iPad, Mac and Apple Watch users. Consumers have been slower to replace hardware recently due to higher prices, market saturation, economic headwinds and a lack of new, breakthrough features.

Apple's TV+ service, first previewed in March with Oprah Winfrey, Jennifer Aniston and other stars, will lack a large back catalog and instead focus on original movies and TV shows. Still, some analysts have suggested Apple TV+ could top 100 million subscribers in the next half-decade, which would make it a major challenger to Netflix and Amazon.

Apple's pricing undercuts the cost of its other digital services, such as Apple Music and Apple News+.

Apple TV+ will launch with a slew of titles, Apple said, including Dickinson and The Morning Show. At its event, Apple showed a trailer for See with Jason Momoa.

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The service is available in the TV app that is pre-installed on iPhones, iPads, iPod touches, Apple TVs, and soon Macs. It will integrate with the Apple TV Channels service, which lets users subscribe to other providers like HBO, STARZ, and Showtime individually.

Arcade gaming service

Apple Inc. said its Arcade gaming subscription service will launch on Sept. 19 and cost $4.99 a month. The offering, previewed in March, will let users subscribe to a bundle of ad-free games that can be played on iPhones, iPads, Macs, and Apple TVs. It will have a one month free trial.

The announcement came during the annual iPhone launch event at Apple's headquarters on Tuesday. Apple said it has signed up more than 100 exclusive games for the service, and that new titles will be added each month. Some games include Frogger in Toy Town and a graphically-intense underwater world game. It will debut in 150 countries, Apple said.

Apple joins other tech and gaming companies that are launching subscription services. Earlier this year, Google unveiled its Stadia service, while Microsoft Corp. and Amazon.com Inc. are working on similar offerings. Apple also initiated support for game controllers on the Apple TV earlier this year as part of its gaming push.